“It costs money to generate leads. If it’s done right, a lead is someone who has stepped forward, out of the camouflage of the crowd and identified himself with a red bullseye painted on his chest as someone matching your profile of the likely-to-buy consumer. Giving up on him too quickly or easily is a very common mistake.” Dan Kennedy
“Trying to invest based on a set percentage of sales is ridiculously limiting. You invest based on ROI. And for most businesses, unless and until they are at capacity and cannot handle additional customers, ANY media and means of acquiring new customers that performs at true break-even or better is worthy of continued use.” Dan Kennedy
If people do tighten their purse strings, they’re especially susceptible to ‘more for less’.
For example, a $50 gift certificate for $30, or a 2-for-1 gift certificate sale. Gift with purchase. Joint venture bundling: the pizza joint and video rental store…. the restaurant and movie theater…. go together, create a gift package, a ‘bundle’, and both sell it. Gifts of practical goods and services can work better in a […]
“Usually, you can bonus with less damage to profitability than discounting. Cash, which is what a discount is, is the most expensive thing you can give away, and there’s no perceive value leverage. A dollar is a dollar. But a premium might have $10, $50, $100 in value and still cost $1.” Dan Kennedy
“THE secret difference between the people in any given business, industry, selling activity, business community, who achieve extraordinary results vs the vast Mediocre Majority: the winners are obsessed with their lists. The constant building, nurturing, and aggressive use of their lists.“ Dan Kennedy
Losing customers through neglect or sloppiness is especially painful in tough times because the cost of replacing them is higher, the difficulty of replacing them greater. This is the time to increase the frequency and quality of communication with customers, to reward their loyalty, to incentivize their patronage.
It is amazing to me just how bad most salespeople and business owners are at this. Get this through your skull: just doing what you do competently or delivering your product as agreed is not enough to earn your customer’s subsequent business. And in tough times, your competitors quickly resort to price cutting, so your […]